Hungama Digital Media ties up with adsmobi

With the partnership, Hungama will sell adsmobi's mobile advertising traffic inventory.

Hungama Digital Media Entertainment has entered into a tie up with global mobile media buying platform adsmobi Inc for mobile advertising to monetise the latter's all-India inventory. As per the partnership, Hungama India will monetise adsmobi's advertising traffic in India and will aim to bring more premium brand advertisers to the mobile arena in the country.

Headquartered in New York, two-year old adsmobi currently serves more than 40 billion ad requests monthly with its worldwide inventory of over 60,000 publishers.

On the partnership, Ramy Yared, co-founder and managing director, adsmobi Inc says in a press statement, "adsmobi Inc generated increasing revenues and ties to advertisers in the mobile advertising industry of India. It is one of our core emerging markets. Therefore, we are pleased to be able to partner with Hungama Digital Media Entertainment on mobile advertising and we are certain this partnership will add value to India's mobile ecosystem with Hungama's foothold in the local media industry, together with our strategic capabilities in mobile advertising."

According to a recent research report from adsmobi Inc and British research company, mobile SQUARED, the rise in smartphones is encouraging a faster-than-expected adoption of mobile internet and app usage, further cementing the mobile advertising opportunity. The report predicts that by the end of 2012, smartphones will account for 33 per cent of all active mobile devices throughout Australia, China, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Thailand and Vietnam.

Industry reports further show how mobile advertising in India stands at around Rs 100 crore currently and, with healthy growth rate and ad impressions, is well ahead of its immediate next, Indonesia.

"With 900 million mobile phone users and 108 million active mobile internet users, India has emerged as one of the largest mobile advertising destinations in the region. Mobile advertising has enticed brands and grown significantly in the last year. The boom in app economy has set the stage for driving the next level of growth for mobile advertising in India, along with economical smartphones and increased video consumption trends. Brands realise the potential of the medium and soon mobile marketing will be an essential part of the marketing mix plan. With our partnership with adsmobi Inc, we will be able to provide the platform to enable agencies and brands to develop mobile rich campaigns,"

says Siddhartha Roy, chief operating officer, consumer business and allied services, Hungama Digital Media Entertainment.